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Tables of Contents for Advertising
Chapter/Section Title
Page #
Page Count
Preface
xvii
4
About the Authors
xxi
PART I ADVERTISING FOUNDATIONS AND ENVIRONMENT
41
108
1 Introduction to Advertising
3
38
2 Advertising and Society: Ethics and Regulation
41
36
3 Advertising and the Marketing Process
77
26
4 Advertising Agencies
103
46
PART II ADVERTISING BACKGROUND, PLANNING, AND STRATEGY
149
122
5 The Consumer Audience
149
42
6 Strategic Research
191
26
7 Strategy and Planning
217
28
8 How Advertising Works
245
26
PART III ADVERTISING MEDIA
271
108
9 Media Strategy and Planning
271
28
10 Print Media
299
30
11 Broadcast Media
329
30
12 Media Buying
359
20
PART IV CREATING ADVERTISING
379
152
13 The Creative Side of Advertising
379
34
14 Creating Print Advertising
413
32
15 Creating Broadcast Advertising
445
28
16 Creating Direct-Response Advertising
473
32
17 Creating Directory and Out-of-Home Advertising
505
26
PART V ADVERTISING OPERATIONS
531
98
18 Sales Promotion
531
28
19 Public Relations
559
30
20 The Advertising Campaign
589
16
21 Evaluative Research
605
24
PART VI MISCELLANEOUS ADVERTISING
629
67
22 Business-to-Business and Retail Advertising
629
32
23 International Advertising
661
35
Appendix: Careers in Advertising
696
9
Glossary
705
9
Credits
714
2
Index
716